Recovering from the COVID-19 shock: the role of risk perception and perceived effectiveness of protective measures on travel intention during the pandemic

The COVID-19 pandemic has caused severe damage to the global tourism industry. However, there is hope that industry will recover in near future. This study investigates how affected peoples’ traveling intention and provide implications for accelerating recovery of A PLS-SEM analysis 382 samples confirms significant effect risk perception on travel while also highlighting mediating role perceived effectiveness protective measures. concludes a difference measure effectiveness-travel relation based accommodation preference.